BSD Medical expands ablation equipment rental programme

BSD Medical continues a rollout of its MicroThermX Microwave Ablation System equipment rental programme throughout the USA.

The rental programme allows hospitals to purchase disposable SynchroWave antennas and pay a fee-per-use rental for the treatment of patients using the MicroThermX and will generate a revenue stream from sales of disposable antennas combined with highly profitable equipment rental fees. As part of the expansion programme, the company has hired new direct sales representatives in key major metropolitan areas who will provide 'personal service' to new users of the microwave ablation technique. These new hires are experienced interventional sales representatives with seasoned contacts in the field of interventional oncology.

To increase geographical coverage for the rental programme, BSD is collaborating with one of its MicroThermX distributors, Appleton Medical Services, to support its efforts selling and servicing hospitals using the rental program approach. Appleton recently purchased a MicroThermX and had immediate success with the initial launch of the rental programme, securing business with one of the largest medical centers in the state of Nebraska. Appleton has a healthy MicroThermX hospital evaluation pipeline. BSD expects the rental programme to increase the hospital utilization of MicroThermX in the coming months.

Appleton has a 32-year history of selling specialty surgical devices produced by some of the leading medical companies in the USA. and has successful long-term relationships with these companies. Appleton has a dedicated team of veteran sales personnel who specialise in selling a select group of surgical products targeted for the interventional radiology market. Appleton has rights to market the MicroThermX line of products in the states of Missouri, Louisiana, Oklahoma, Mississippi, Arkansas, Kansas, Iowa, Nebraska and Texas.

"The Salt Lake City area was used to test market this programme, which was designed to accelerate revenues from the MicroThermX line of products," said Harold Wolcott, BSD President and Chief Executive Officer. "The programme resulted in increased purchases of disposable SynchroWave antennas and increased revenue from equipment rental fees. We are confident it will produce the same successful results throughout the US."